Information Systems in BusinessChap008docres.docx
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Information Systems in BusinessChap008docres.docx
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InformationSystemsinBusinessChap008docres
8EnterpriseBusinessSystems
CHAPTEROVERVIEW
Chapter8:
EnterpriseBusinessSystemsoutlinesthegoalsandcomponentsofcustomerrelationshipmanagement,enterpriseresourceplanning,andsupplychainmanagement,anddiscussesthebenefitsandchallengesofthesemajorenterpriseapplications.
LEARNINGOBJECTIVES
Afterreadingandstudyingthischapter,youshouldbeableto:
1.Identifyandgiveexamplestoillustratethefollowingaspectsofcustomerrelationshipmanagement,enterpriseresourcemanagement,andsupplychainmanagementsystems:
a.Businessprocessessupported
b.Customerandbusinessvalueprovided
c.Potentialchallengesandtrends
2.Understandtheimportanceofmanagingattheenterpriseleveltoachievemaximumefficienciesandbenefits.
SUMMARY
•CustomerRelationshipManagement:
TheBusinessFocus.Customerrelationshipmanagementisacross-functionalenterprisesystemthatintegratesandautomatesmanyofthecustomer-servingprocessesinsales,marketing,andcustomerservicesthatinteractwithacompany’scustomers.CRMsystemsuseinformationtechnologytosupportthemanycompaniesthatarereorientingthemselvesintocustomer-focusedbusinessesasatopbusinessstrategy.ThemajorapplicationcomponentsofCRMincludecontactandaccountmanagement;sales,marketing,andfulfillment;customerserviceandsupport;andretentionandloyaltyprograms,allaimedathelpingacompanyacquire,enhance,andretainprofitablerelationshipswithitscustomersasaprimarybusinessgoal.However,manycompanieshavefoundCRMsystemsdifficulttoimplementproperlyduetolackofadequateunderstandingandpreparationbymanagementandaffectedemployees.Finally,manycompaniesaremovingtowardcollaborativeCRMsystemsthatsupportthecollaborationofemployees,businesspartners,andthecustomersthemselvesinenhancingprofitablecustomerrelationships.
•EnterpriseResourcePlanning:
TheBusinessBackbone.Enterpriseresourceplanningisacross-functionalenterprisesystemthatintegratesandautomatesmanyoftheinternalbusinessprocessesofacompany,particularlythosewithinthemanufacturing,logistics,distribution,accounting,finance,andhumanresourcefunctionsofthebusiness.Thus,ERPservesasthevitalbackboneinformationsystemoftheenterprise,helpingacompanyachievetheefficiency,agility,andresponsivenessrequiredtosucceedinadynamicbusinessenvironment.ERPsoftwaretypicallyconsistsofintegratedmodulesthatgiveacompanyareal-timecross-functionalviewofitscorebusinessprocesses,suchasproduction,orderprocessing,andsales,anditsresources,suchascash,rawmaterials,productioncapacity,andpeople.However,properlyimplementingERPsystemsisadifficultandcostlyprocessthathascausedseriousbusinesslossesforsomecompanies,whichunderestimatedtheplanning,development,andtrainingthatwerenecessarytoreengineertheirbusinessprocessestoaccommodatetheirnewERPsystems.However,continuingdevelopmentsinERPsoftware,includingWeb-enabledmodulesande-businesssoftwaresuites,havemadeERPmoreflexibleanduser-friendly,aswellasextendingitoutwardtoacompany’sbusinesspartners.
•SupplyChainManagement:
TheBusinessNetwork.Supplychainmanagementisacross-functionalinterenterprisesystemthatintegratesandautomatesthenetworkofbusinessprocessesandrelationshipsbetweenacompanyanditssuppliers,customers,distributors,andotherbusinesspartners.ThegoalofSCMistohelpacompanyachieveagilityandresponsivenessinmeetingthedemandsofitscustomersandneedsofitssuppliers,byenablingittodesign,build,andsellitsproductsusingafast,efficient,andlow-costnetworkofbusinesspartners,processes,andrelationships,orsupplychain.SCMisfrequentlysubdividedintosupplychainplanningapplications,suchasdemandandsupplyforecasting,andsupplychainexecutionapplications,suchasinventorymanagement,logisticsmanagement,andwarehousemanagement.DevelopingeffectivesupplychainsystemsandachievingthebusinessgoalsofSCMhasproventobeacomplexanddifficultchallengeformanyfirms.ButSCMcontinuestobeamajorconcernandtope-businessinitiativeascompaniesincreasetheiruseofInternettechnologiestoenhanceintegrationandcollaborationwiththeirbusinesspartners,andimprovetheoperationalefficiencyandbusinesseffectivenessoftheirsupplychains.
KEYTERMSANDCONCEPTS
1.Customerrelationshipmanagement(299):
CRMenablesacustomer-centricorcustomer-focusedbusinessstrategy.Thisapproachintegratesvariouscustomer-servingprocessesinhopesofattractingandretainingvaluedcustomers.
a.Applicationcomponents(299,302):
CRMcomponentsincludecontactandaccountmanagement,sales,marketing,fulfilment,customerservice,customersupport,andretentionandloyaltyprograms.
b.Businessbenefits(305):
BenefitstousingCRMincludebettercustomertargeting,customerretention,productpersonalization,andsuperiorserviceandsupport.
c.Challenges(306):
CRMproductsoftenfailtodeliverthefullbenefitspromised.Insomecases,customerrelationsweredamaged.Manyusersarenotsatisfiedwiththemanagementtools.
d.Trends(307):
ThetypicalpatternanorganizationwouldfollowwouldfirsthavethemimplementanoperationalCRMsystem.Theywouldthenupgradetheirsystemtoenableadvancedanalytics,collaboration,andportals.
2.E-businesssuites(317):
Ane-businesssuiteconsistsofweb-enabledsoftwareintegratingcustomerrelationshipmanagement,supplychainmanagement,procurement,decisionsupport,enterpriseportals,andotherapplications.
3.Electronicdatainterchange(323):
EDIinvolvestheelectronicexchangeofbusinesstransactiondocumentsovertheInternetorothernetworksbetweensupplychaintradingpartners.
4.Enterpriseresourceplanning(309):
Enterpriseresourceplanningisacross-functionalenterprisesystemdrivenbyanintegratedsuiteofsoftwaremodulesthatsupportsthebasicinternalbusinessprocessesofacompany.
a.Applicationcomponents(309):
Componentstypicallyincludemodulesformanufacturing,distribution,sales,accounting,andhumanresources.
b.Businessbenefits(313):
EPRbenefitsincludeincreasedefficiency,decreasecosts,improveddecisionsupport,andmoreflexibleorganizationstructures(agility).
c.Challenges(314):
Theseprojectsarehuge,andthecostoffailurehigh.Challengesincludecomplexityinplanning,development,andtraining.Otherchallengesincludeorganizationalinertia,oversellingbytheERPvendor,andperformancebytheimplementationteam(usuallyconsultants).
d.Trends(316):
OrganizationsfirstimplementanERPsystemtogainflexibility.Theythenupgradethesesystemstomakethemweb-enabled,inter-enterprise,andthemintoe-BusinessSuites.
5.Supplychain(319):
Asupplychainconsistsofthenetworkofbusinessrelationshipsrequiredtogetanorganization'sproductsfromconcepttomarket.
6.Supplychainmanagement(319):
Supplychainmanagementisacross-functionalinterenterprisesystemsupportingthelinksbetweensomeofanorganizationskeyprocessesandthoseofitsuppliers,customers,andpartners.
a.Applicationcomponents(322):
Applicationcomponentsincludeprocurement,forecasting,fulfilment,distribution,production,andtransportation.
b.Businessbenefits(322):
Benefitsincludeefficiency,inventorycontrol,enhancedbusinessnetworks,andimprovedprocessfeedback.
c.Challenges(319):
Challengesincludeuntanglingthelegacyofmultiplewholesalers,distributors,brokers,andconsolidatorswhoeffectivelylengthenasupplychainandreduceitsefficiency.AsuccessfulSCMimplementationmayrequirerewritingexistingrelationshipsorforgingnewones.
d.Trends(319):
WebbasedtechnologiesareprovidingacommonplatformforSCMactivities.
ANSWERSTOREVIEWQUIZ
Q.
A.
KeyTerm
Q.
A.
KeyTerm
1
1
Customerrelationshipmanagement
10
1c
CRMchallenges
2
4
Enterpriseresourceplanning
11
4c
ERPchallenges
3
6
Supplychainmanagement
12
6c
SCMchallenges
4
1a
CRMapplicationcomponents
13
1d
CRMtrends
5
4a
ERPapplicationcomponents
14
4d
ERPtrends
6
6a
SCMapplicationcomponents
15
6d
SCMtrends
7
1b
CRMbenefits
16
2
E-businesssuites
8
4b
ERPbenefits
17
3
Electronicdatainterchange
9
6b
SCMbenefits
18
5
Supplychain
ANSWERSTODISCUSSIONQUESTIONS
1.Shouldeverycompanybecomeacustomer-focusedbusiness?
Whyorwhynot?
Yes.Customershavebetter,faster,andmorereliableaccesstoinformationthaneverbefore.Theyalsohavemorepurchasingchannels.Customershaveeveryreasonandabilitytofindbestdealavailable.
2.Whywouldsystemsthatenhanceacompany’srelationshipswithcustomershavesuchahighrateoffailure?
Customerrelationshipsmanagementsystemsareverycomplexsystemstodevelop.Failuresoftenoccurwhenfirmstrytocreateacross-functionalenterprisesystemintegratingdatafromawidearrayofdepartmentsintoonesystem.Forexample,integratingdatafromsales,marketing,manufacturing,customerserviceetc.isadauntingtask.Researchshowsthatthemajorreasonforhighfailureratesislackofunderstandingandpreparation.Forexample,manyCRMprojectsareimplementedwithouttheproperparticipationofthebusinessstakeholdersinvolved–bothemployeesandcustomersarenotpreparedforthenewprocessesorchallengesthatarepartofanewCRMimplementation.
3.RefertotheRealWorldCaseonNetSuite,BerlinPackaging,andChurchillDownsinthechapter.Inthiscase,howcouldCRMsystem
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